Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China

As an increasingly mature way of shopping in China, live streaming shopping still faces the problems of high return rates and low repurchase rates. Based on the expectation confirmation theory, this study uses structural equation modeling (SEM) to explore the repurchase intention of live streaming shopping(LSS)users. The results show that perceived interactivity, perceived quality and perceived value have a direct and significant effect on confirmation and customer satisfaction. Perceived discounts do not directly improve user satisfaction; they must pass through a complete intermediary variable of confirmation. In addition, we also verified that the degree of confirmation affects satisfaction, and satisfaction has an impact on repurchase intention. Finally, our model tested gender factors as a control variable and found that gender differences significantly impact consumers' repurchase intentions. Considering these findings, we provide practical suggestions for retaining users and hopefully promoting the long-term development of live streaming shopping.